Sales Requirements Edited

8/6/2019 Sales Requirements Edited

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You will assist in the development of the channel strategy and manage the

delivery of the activity plan based on customer, shopper and consumerinsights. You will become an expert in the needs of Diageo¶s priority

customers, understanding what it takes to deliver flawless execution at pointof purchase. By connecting our commercial planning with the activation of seasonal events, you will ensure that we allocate resources effectively and

invest in the highest value opportunities.

Equally, you will need to work in close collaboration with the sales teams, shopper andconsumer marketing, and category development to ensure that we maximise the valueof all sales driver investment in both the on and off-licensed trade. Building relationshipsand influence throughout the organisation is critical and you will be expected to quickly

deliver in a commercially complex and challenging environment.

An expert at balancing the needs of multiple stakeholders whilst prioritisingnumerous and varying tasks, you will have strong networking andcommunication skills with demonstrable ability to effectively influence at alllevels of the organisation. Your clarity of thought will mean you quicklyassess a situation or challenge, and the analysis and problem solvingdexterity to create and action the right solutions. Determination, resilienceand hard work are an intrinsic part of this role. However we also make surewe have fun and celebrate our continued success!

Business Development Executive

Purpose of Role

Contribute towards the success of National & Regional plans by managing

and developing a sales area of on-trade accounts, delivering stretch brand

and portfolio targets.

Deliver QDVPPP (Quality, Distribution, Visibility, Promotion, Price,

Persuasion) sales drivers for the business.



Pro-actively seek ways to µre-invent the on trade¶.

Feedback on key issues and trends affecting the sales area and

suggest actions.

Role Dimensions

Manage and develop QDVPPP levers across approx 200 core on-trade outlets

in sales territory

Manage and evaluate area brand development and promotional budgets

Build relationships across the business and with Regional/National

Wholesalers, Trade Associations, Customers and Consumers.

Key Accountabilities

Develop and execute a territory sales plan, ensuring clear fit with National &

regional plans.

Deliver specified KPI¶s including:

Brands & Category Development Initiatives

Annual call targets

Work with core accounts within area to develop broad µbusiness partner¶

relationships and provide a foundation for QDVPPP objectives

Develop and manage local marketing activities (e.g. radio, papers, events,

etc.), including creation of locally based brand opportunities.

Maximise Diageo brand exposure within area utilising a variety of contact

methods (e.g. wholesaler, telephone, trade networks, etc.)

Gain important consumer and trade insights and share with relevant internal

contacts (e.g. Technical teams, RSM, RD, Marketing teams, etc)

Maintain accurate callage records and outlet details and full

compliance to Siebel operating procedures.

Plan, execute and evaluate all operational and promotional activity to ensure

optimum performance, value and return.



Share learning with relevant internal colleagues across sales and marketing

business

Relationships

External

Customer contacts across territory

Trade Body contacts

Wholesaler, C& C and National or Regional account contacts

Internal

RSM & Regional Management team

Field Trainer

On & Off trade BDEs

Commercial Planning & Sales Operations

Customer Development Managers / Account Development Managers with

customers on region.

Organisational Capabilities

Finger on the Pulse

Ability to identify emerging trends on area and communicate that knowledge

to key contacts within team and Head Office.

Innovation Manager



Regional Operations Manager

Market Information

Act as the regionaldata collectionpoint for the gathering of all relevantmarket information.Must collate, interpret, summariseand feedback relevant information toregional sales and marketing offices.Includes Spynet, Competitive activity,Price surveys, AC NielsenSales Statistics SupportProvides support to regional sales andkey account management with regard

to customer statistics, monitoring of targets, customer accountpresentations, ongoing variabletrading terms by channel andcustomer, agreed distributor servicelevels and ad hoc requests as may berequired.Promotions Assists Trade Marketing in setting

quarterly cycle briefs, provides input

into proposed promotions, monitorsongoing progress against regional promotional plan, gathers all

promotional feedback forms from

sales teams and provides evaluationand suggestions for improvement. StrategyNetwork with Brand Managers, TradeMarketing Channel Managers and KeyAccount Managers to understand andthen communicate brand and account

strategy to the field sales teams.ForecastsTracks and evaluates progressagainst regional, sales team,individual and customer forecasts.Provides input into forecastingprocess and assumes responsibility



for timeous submission of forecasts inabsence of regional sales director.Regular, comprehensive in-fieldaudits facilitating executionexcellence.

BCP CoordinatorResponsible for supporting the BCPexecution to ensure sales operationscan continue during periods when thesystem is unavailableResponsible for having a clearunderstanding of the BCP, and theirrole and responsibility should a BCPsituation arise

Responsible for maintaining clearrecords of contact details for all endusers to whom they are responsibleto cascade to, and for communicatingand changes to the group of endusers and/or their contact details tothe In-touch BCP leadResponsible for holding / maintainingcopies of manual data capture formsDistributes manual data captureforms to end users within his / her

process area

KNOWLEDGE

o Company values andbrands

o Area¶s account baseand trade structure

o Competition field sales



force activities andresources

o Sales support systems(technologies)

Barriers to Success in

Role

o Inability to balancemultiple priorities andwork to a series of tight deadlines.

o Inability to graspcomplexity of market

(multiple channels,languages, culturaldifferences, norms andpractices)

o Inability to influencepeople across all thelevels in theorganization.

o Lack of technologyliteracy and interest.



o Requirement forpersonal recognition isparamount

o Inability to relate to aculturally diverse salesforce & organization

Retail Sales Representative



Purpose:Activate programming and brandconcepts for the Retail channel;Achieve volume, profit, market share,

consumer trial and brand equity asper the Canadian market plan;Approach business through the TotalBeverage Alcohol (TBA) Agenda andcapture new growth opportunitieswithin the territory. Grow Diageobrand distribution with the rightbrands in the right accounts. Executemarketing promotions to ensurebrand trial and equity with target

consumers.

Decision Making:Target perspective customers andcreate winning proposals tocapture new business; Determinewhich customers have thegreatest Return on Investment,spend the budget accordingly

Financial Responsibility:

Responsible for maximizing theeffectiveness of Diageo resources,Travel and Expense, regional budgetsand unit volume; Deliver unit volumewhile maintaining the appropriatetrading profit

Management Responsibility:Reports into the District SalesManager; Responsible for their

specified territory.Complexity of Role:Working knowledge of Liquor LicenseAct across market, retail route-to-market, beer operations and brandstrategy; Strategically leveragesbudget dollars to increase brandexposure and to increase depletions;



Analyzes information in INTOUCHand/or COGNOS to determineprofitable brand distribution and newgrowth opportunities.

Key Outputs/Deliverables:Managing Territory Coverage Plan toensure excellent execution of timemanagement and utilization of resources; Responsible for sell-in andexecution of marketing programs inaccordance with Diageo MarketingCode; Maintain and grow existingvolume and distribution by buildingcredible and long term relationships

with Retail and On Premisecustomers; Exceptional execution of six Diageo Sales Drivers (Price,Promotion, Visibility, Quality,Distribution, Persuasion); Usesregional funding for the existingaccount to create custom basedpromotion and re-evaluates thepromotion success based on Returnon Investment, volume and visibility;Create business plans for all existing

accounts that receive regionalfunding, as well as the first fiscalbusiness plan for all new accounts;Prospects, quantifies and qualifiesnew accounts visited to determinepotential fit with Diageo; Providesproduct and brand marketingknowledge through sales aides andstaff training seminars; Ensuredistribution of Diageo brands in key

purchasing areas within accounts;SKU rationalization; Responsible forachieving 100% of cycle-planningobjectivesExperience:

Customer Relationship



Representative (CRR)

Reports To: Area Business Partner

Context/Scope:EABL operates within a multi cultural,

multi national, multi currencyenvironment. EABL comprises fourbusiness units: UBL, EAML, CGI andKBL. UBL is further categorised intoDemand and Supply. The Supplybusiness is involved in production of beer and spirits. The Demandbusiness is involved in marketing andpushing the product to consumers.

This role is located within theDemand Sales business. The CRR rolewill be critical to the overall UBLshort, medium and long-termstrategy in developing and driving ourtrade strategy and operationalexcellence within retail outlets anddistributors. The jobholder isexpected to have a high ability tobuild and develop trade relationships

with outlet owners and staff /customers with high levels of respect/contact required.

The job holder works closely with theArea Business Partner and Head of Sales. This position is field based andthe job holder is expected to manage400 outlets achieving Quality,Distribution, Visibility, Pricing andPromotion.

Purpose of Role:

To positively influence sales of UBLbrands by regular contact,networking and motivation inallocated retail accounts and to



operate a one portfolio UBL brandapproach for both beer and spirits.

TOP 3-5Accountabilities

· To understand each element of the outlets and UBL business plansand strategy for theirimplementation.· Achieve sales volume,objectives, rate of Sale driverstandards in retail trade QDVPP andUBL sales force effectivenessstandards in distributor sales crews.· To ensure distributor coverage

and call frequency targets areachieved· To support the development of selling skills within externalmerchandiser sales crews anddevelop merchandiser crews andretailers staff to achieve QDVPPstandards without having to do ityourself.· Develop brand-buildingactivities for the outlet to implement,run retail promotion activities to planand run UBL promotional activities inoutlet.· Ensure compliance with safetyrequirements at the workenvironment.

Customer Marketing Manager

Context/Scope:Outlets are starting to haveincreasingly professionalmanagement structures with theemergence of groups and chainstaking control of key outlets and



accounts.The above calls for a structuredapproach in customer management of the retail trade to ensure that ourstrategies are aligned with customer

needs and delivers on the EABLvision.

Purpose of Role:

To manage the processes and thecoordination between the sales andmarketing teams, drive thecompanies customer marketingagenda BTL (Below the line), pursue

improved consumer experiences inthe on and the off trade, drive theplanning and implementation of thecompany's BTL brand plans,objectives and strategies througheffective joined up business planningand steward the engagement with thecustomers and influence the way thebusiness executes in trade via thecommercial planning process, brandstrategies and game plans as well as

the sales team engagement program.

Distributor Manager

Purpose of Role

Develop and sustaining amazingrelationships with our key distributors. Theydevelop and drive our joint strategy and

plans with distributors, have directperformance and P&L responsibility and astrong focus on working with distributors todevelop the capability within their organisations. Distributor Manager is alsoaccountable for leading a Distributor Executive team and develop and drive our strategy and plans with



Wholesalers/Stockists.

K ey Accountabilities

This role is instrumental to ensuring that our

brands are available at ³arms reach´ across our targeted channels. Accountabilities will

include: Transforming the capability of our Distributor partnersThe incumbent will be instrumental in causingthis transformation across our customers by

applying

In depth knowledge of the operationof our Distributor partners, and howto create mutually beneficial

relationships to deliver businessgrowth.

Further depth of understanding of allthe Diageo Way of SellingCapabilities and tools. Particular depth gained and able to coachothers in Distributor Managementincluding all elements of thePlatform for Growth programme,JUBP, Targeted Trade Investment

and Customer/Channel Profitability.

The opportunity to deepen andbroaden coaching capability inparticular by acting as a coach andadvisor to our Distributor Partners.

Experience of leading strategydevelopment with our distributor partners.The opportunity to further deepen projectmanagement skills, commercial acumen

and financial capability. These roles workwith distributors to lead the changerequired to develop their organisations

Qualifications and Experience Required

A strong 6 to 8 year track record in Sales ata management level ideally with



experience in at least two areas of Salesincluding customer or distributor facingroles.

Good commercial understanding, P&L

literacy, strong numerical skills, a high levelof computer literacy and previousexperience of financial/data are important.

Depth of knowledge and the ability tocoach others in the Diageo Way of Sellingcapabilities and tools. Particular depth isrequired in Distributor Management, JUBP,Targeted Trade Investment and Customer & Channel Profitability.

Previous experience of managing/leadingteams either directly or indirectly and astrong track record as a coach. Able to seta vision and inspire our distributor partners. Able to build true partnerships withdistributors and internally with other functions.

Experience of working within and or withother functions and a track record of delivering results through cross functional

teams, particularly marketing, supply andcorporate relations is critical.

Supported by a business orientatedprofessional or academic qualification (notmandatory)

Barriers to Success in Role

Inability to align Distributors to strategy and

inability to drive to simplicity

Lack of depth of understanding of the marketenvironment

Lack of ability to train and inspire customer

facing teams

Inability to operate effectively with leaders



across a range of functions.

Cycle Planning & Activations Manager

27889BR

Reports To: Trade Marketing Manager

Context/Scope:

This role is located within the Demand Sales

business. Approximately 40% of UBL¶s sales

is sold in less than 1700 outlets out of the

universe of over 10,000 outlets. New trends

show that increasingly there is a professional

approach to Bar Management and multiple

outlet ownership is starting to grow. Thisgrowth is mainly in the big accounts. EABL

urgently needs to build its influence with

these customers in order to move away from

an increasingly price-focused dialogue, to

focus upon mutual growth that delivers

improved profit and volumes.

The Cycle Planning & Activations

Manager works with a team composed of theSales Administration Manager, Sales

Training Manager, Sales Operations

Manager, Marketing team and all Sales

department management. The job holder

will also work with Distributors and

External auditors where high levels of

respect/contact are required.

Purpose of Role:

To co-ordinate the creation, targeting,

implementation and evaluation of the UBL

national promotion programme while



analysing competitor activity strengths and

weaknesses and propose corrective action.

To ensure continuity / alignment between

regional promotion plans and brand

integrity

TOP 3-5

Accountabilities

· To issue a contact report after each

field visit

· Manage the ordering, delivery and

distribution of promotion support materials,

sales aids and presentation items, in the right

place, at the right time, at the right cost.

Key Account Manager -Supermarkets

Leadership Responsibilities

Act as a challenging thought partner,

sounding board and integral part of the

Commercial team

Be a strong contributor to the Commercial

team, delivering a one-team & Diageo-first

approach to the business by, among other

things, supporting the drive for faster, simpler

& better processes and reporting

Be a clear first port of call, for managed

customer groups, for all queries from Field

management sales team, Sales Execs (SE) &

Merchandiser Supervisors nationally.

Drives own performance against clearly



defined priorities.

Take a senior position on eye level towards

key supermarket, convenience store and duty

free decision makers by balancing Red Stripes

commercial interests with delivering perceivedadded value to the channel. Purpose of Role

This role contributes to maximise the

performance, volume, & profitability of

company brands as measured by improvement

in volume and NSV by customer, whilst

maintaining & developing business

relationships with customers.

Future measures will be market share,

profitability, ROI and customer feedback

To comprehensively manage the

supermarket, convenience store and duty free

segment delivering sustained growth

performance (both volume and NSV) by

balancing Red Stripes commercial interests

with perceived added value to the customers

Top 3-5 Accountabilities Managing

Relationships

Contributes to the management of the

Commercial Team and Field Sales teams.

Ensures regular contact with account contacts

and in turn follows the KA procedures as

outlined by the DWS

Plays an active and vocal role within the Sales

management team

Manages negotiation of promotional

calendar, deals, and trade activity for agreed

customer groups and regional independents

Delivers Measurement & Evaluations (M&E)

of promotional activity and business



performance.

Review customer plans using discounts

budget & management tools, Quarterly

Business Review document & Cognos. Provides

Diageo and customers with insightsimplications & actions.

Communication

Via the JUBP and cycle brief process, delivers

field communications on time, such as group

promotional activities. Ensures that correct

actions are in place for the field that brings

about performance expected.

Data Integrity

Works with the Commercial Insights team to

ensure the correct discounts for groups are

loaded in the system. Using the correct

customer hierarchy, which is to be loaded and

maintained at outlet & buying group levels.

Growth Targets & Spend Management

Achieves agreed growth targets for

Categories, i.e. Spirits, RTD & Beer & Brands.

Negotiates trading terms namely Co-op &

Activity & Promotion (A&P) investment with

customers to bring about a win-win outcome

for both Red Stripe and the customer.

Manages case rate Coop investment, as well

as an A&P budget with monthly customer

updates regarding investment accumulated vs.

spend accrued.

Process customer payments using SAP /managing accrued funds in line with PO accrual

process.

Stock Management

Involved in the Management of Store stock

levels, product availability, Out of Stocks (OOS)



and new lines

Works with field sale team to ensure stock

levels are maintained with all Customers.

Engages in conversations around payment

terms and credit limits in line with Red Stripe

collections policies

Q ualifications and Experience Required

Exposure to working in rapidly changing

environments, possessing proven change

management skills

Leadership experience working with cross-

functional teams an advantage.

Route Business Development Executive - St. Ann

This role is responsible for the delivery of the

Route Strategy within a defined business unit

within sales.

Diageo is a leading premium drinks company

whose success is built on the marketing and

sales of its extensive portfolio.

We are committed to maintaining high

industry standards, delivering on promises and

creating value for our customers, consumers

and shareholders .

The role is accountable for building and

delivering consistent brand and profit growth

within a defined business unit and is critical to

the success of the overall business.

This role is critical to the success of the

overall business and will work within the St

Ann Distribution Territory.



Top Accountabilities

1. Excellence in Execution: a. By developing the

excellent sales capabilities in Route Sales

Contractors.. b. Drive sales of a diverse

portfolio of market leading brands acrossdefined channel segments in the Route

Channel.

2. Identify and implement activities that

maximise profit via: a. Maximise opportunities

for growth and executing with scale and pace

b. Grow core brand volumes at agreed targets

c. Manage expenses within budget

3. Execute plans for success: a. Create and

implement robust customer plans for his/herarea b. Develops commercial relationships to

understand customer strategies and plans,

facilitate collaborative working and resolve any

areas of potential conflict. c. Manages an

agreed journey plan with flexible working

hours to deliver requirements of the role

ensuring development of industry expertise. d.

Manage Route Sales Contractors in order to

deliver efficiency in route coverage and

optimise selling.

4. Drive continuous development of the

capability of the Route Sales Contractors and

self by: a.Attending sales training modules as

agreed with the Line Manager b. Develop and

communicate clear target and objectives for

Driver Salesmen. c. Track performance and

coach Route Sales Contractors to exceed in

their sales performance and delivery of service

to customers. d. Has a clear, updated Partners

for Growth document. e. Builds a network of influence across the business in order to drive

the regional sales agenda.

Barriers to Success in Role

Not understanding and being able to



articulate the dynamics of the business

environment during key operating times.

Not being able to inspire and motivate direct

reports

Lack of passion for success of the business.

Planning and activation Manager(Pre-Sell)

Activation Exec (Route)

27839BR

Purpose:

The role of Activation Exec hasbeen created in order that we bringour customers into the heart of ourdelivery processes. They will beexperts in the operational delivery of programs and activities in our Routechannel. The Activation Exec is alsoresponsible for providing the tools

and support materials to drivebrilliant execution with customers.The role monitors the executionagainst well defined metrics(distribution, visibility, volume etc.)and provides recommendations forcorrective action where gaps exist.

This role is a highly collaborativerole working closely with the Planning& Activation Manager, Route Business

Development Managers andMarketing.

Market Context

· Dynamic retailing trade

environment with evolving trade



structures, presence of international

and local retailers, new emerging

channels and formats and evolving

shopping habits of consumers.Route to market complexities

operated with our own sales andmerchandising teams but alsoincluding direct to retail route sellingteams and exclusive or non-exclusivelocal wholesalers.

Challenging commercial

environment with increasingcompetition and Trade Terms,

pricing and channel profitabilitymanagement complexities.Understanding and reacting to

evolving shopper and consumerinsights.

Maintain external orientation andrelevant contacts in broad crosssection of industry and with customerbase.

Key Outputs/Deliverables

Ensures all information is availableto plan and execute.

· Build operationalunderstanding of our customers thatincreases our ability to deliver dayone flawless execution.

Supports a measurement and

evaluation culture to providecustomer level insights that in turncreate possibilities.

Key Account Manager



27713BR

Leading field force andmerchandiser activities

Top 3-5 accountabilities

Independent Management of keyaccounts of significant size includingfull P&L responsibility

Independent negotiation to achievepreviously defined customer targetswith allocated budgets as measured

bya) turnover/NSV growth withcustomerb) customer contribution(=profitability)c) increase of relative market shareof DIAGEO brands at customerd) top-3 CPG ranking within individualcustomer at the TAG study

Implementation of key DIAGEOgrowth initiatives (Ease-of-Shop;Core Assortment, 18+; innovations)

Regular business updates withcustomer (min every 2-months) onturnover, market share development,logistics & payment performance

Regular sharing with customer of spirits market/category dynamics(Source Nielsen & GfK) and shopperInsights with the overall target to jointly grow the category (à act as

Category Advisor)Development of comprehensive

promotion plan with the customerinvolving tailor-made initiatives inclose cooperation with customermarketing

Identification and execution of



growth potentials with the customersAccurate management of

forecasting and monitoring processes(forecast accuracy target)

Accurate planning and tracking of

customer P&L with commercialFinance Support

Independent organization andparticipation of DIAGEO at customertrade fairs and presence at these (if deemed profitable)

District Sales Manager

About Diageo

Diageo is the world's leadingpremium drinks business with anoutstanding collection of beveragealcohol brands across spirits, wineand beer categories. These brandsinclude: Smirnoff, Johnnie Walker,Captain Morgan, Baileys, J&B, José

Cuervo, Tanqueray, Guinness, CrownRoyal, Beaulieu Vineyard and SterlingVineyards wines, and Bushmills Irishwhiskey. Diageo is a global company,trading in over 180 markets aroundthe world. The company is listed onboth the London Stock Exchange(DGE) and the New York StockExchange (DEO).Purpose:

Deliver the Annual Operating Plan(AOP) and beat the competition.Lead, coach and enhance theSales team's capabilities. Localizesales strategy and develop annualcustomer business plans for both onpremise and retail customers. Leadthe implementation of the Diageo



Total Beverage and Alcohol (TBA)strategy and be the leadingsupplier with the customer base.

Decision Making:

Develop the strategic plan required todeliver the districts Annual OperatingPlan. This will include brand andsku mix, execution targets andeffective budget management.

Financial Responsibility:Accountable for district AOP thatincludes: Net Sales Value, GrossProfit, Retail Value Market Share

and volume growth.

Key Outputs/Deliverables:Deliver District Annual OperatingPlan.Responsible for leading,coaching, training and developingdirect reports.Ensure exceptional execution of the Diageo Sales Drivers (Price,Promotion, Visibility, Quality,

Distribution, Persuasion)Provide product and brandmarketing knowledge, boththrough sales aides and staff training seminars

Territory Sales Manager, Faridabad

Title: Territory Sales Manager,

Purpose of the role:

Effectively manage and develop



business relationships with customersto deliver on stretch sales, brandsand customer targets including salesvalue, volume and KPI targets in thearea.

Top Accountabilities:

Plans for Success Develop a robust journey plan forarea coverage to guarantee deliveryof objectives expressed in thecommercial plan through customercallsComplete 100% of customer calls on

time, with due frequency and todefined standardsCreate robust customer plans for yourrespective areaForecast sales for his area/customers& plan the dispatch accordinglyEnsure account reconciliation is doneon a monthly basis.

Manage Relationships to grow

the business

Maintain and grow existing volumeand distribution by taking directresponsibility for customerrelationships and leveraging contacts,thus building positive, credible & longterm relationships with customers(Distributors and Retailers)Sell in and execute to ensure we havedistribution, stock weight andvisibility in the outlets in the assigned

areaFoster outstanding collaboration andbuild relationships with keycustomers including distributorsExplore and acquire new key accountsand other opportunities for growth & execute with resolution with pace



Execute - Deliver great

execution

Exceptional execution of six DiageoSales Drivers (Price, Promotion,Visibility, Quality, Distribution,

Persuasion) through application of customer/consumer insights in off-trade channel

Responsible for all outlet-levelactivation, keeping highest standardsof executionReport implementation of all activitythough appropriate processes & systems and monitors compliance

Measure ± Analyze, Driveefficiency, & Maximize profits Maximize return on investment fromall discounts and spend, and maintaincompliance to agreed trading termsTimely and accurate completion of alladministration including database & MIS analysisIncrease productivity by effectivelyrecording activity and communicatingfield info using the various sales

information tools

Distributor Management &

Commercial Control Manage distributor claimsEnsure timely collection from the

customersManage customer debts within theircredit limitsManage customer inventory as per

norms

Qualification & Experiencerequired:

Post Graduate Degree in BusinessManagement from Tier III+ business



schoolAt least 2-4 years of sales

experience in a Top-tier FMCG set-upProven expertise/competence in

sales and customer management

Computer and spreadsheetapplication literate i.e. MS Office;able to manage a database to basiclevel, Internet & email

Able to understand P & Lcalculations & basic business finance

Must be an excellent communicatorboth face-to-face and telephone

Intermediate Negotiation andcommunication skills

Exposure to working in rapidlychanging environments

Documents

Sales Requirements Edited